WEB.COM

Web.com opted into running video ads across the entire family of Facebook platforms and placements, which resulted in a 24% lower cost per click.

THE STORY
Fueling small business success

Web.com helps small businesses be great and succeed online. With over 3 million customers and 20 years of experience, Web.com offers business solutions such as website design and online marketing solutions for small business-to-consumer companies.

24%

lower cost per click compared to previous 48-day time period

39%

higher click-through rate compared to previous 48-day time period

By running our direct-response campaigns using automatic placements with placement bulk editing, we observed a huge decrease in cost per click—one of our main key performance indicators. In fact, the increased delivery of ads on additional placements, such as Audience Network and Stories, is helping us drive incremental traffic and conversions at a more efficient cost.
NIKKI JACKSON, DIRECTOR ACQUISITION MARKETING, WEB.COM
THE GOAL
Reaching more potential customers

Web.com wanted to optimize and expand its digital ad campaigns by diversifying ad placements to reach more people, increase leads and sales, and get more bang for its advertising buck.

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THE SOLUTION
Testing automatic placements

Web.com had successfully run ad campaigns in Facebook News Feed and Instagram feed in the past, but it was interested in expanding its campaign setup process going forward for 2 important reasons. First, as the number of campaigns and ad sets had multiplied over time, Web.com was spending more time managing the campaign setup process manually. Second, the company wanted a way to diversify ad placements to reach more people on mobile beyond the feed environment.

The sales team and Solutions Engineering team at Facebook recommended the placement bulk editing feature, an extension of automatic placements. With automatic placements, advertisers get more from their ad spend by electing to run ads across the entire Facebook family of apps and services. This delivers ad content on the placement and platform most likely to drive campaign results at the lowest possible cost, at any given time.

After adding the placement bulk editing feature, the Facebook marketing manager could then display all of Web.com's ad sets in all available placements with just one click. This feature gives companies an easy way to opt into Facebook’s automatic placements and maximize value.

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For this test campaign, Web.com built a series of video ads that all focused on how the company could easily help small businesses activate, build and customize their websites. Each ad had a Learn More call-to-action button linked to the Web.com product page. Then, using placement bulk editing to choose automatic placements, Web.com set up the ads to be delivered across Facebook News Feed, Facebook Stories, Instagram feed, Instagram Stories, Audience Network, Messenger and Marketplace.

Web.com served the ads to US adults aged 22–65, as well as to a Custom Audience of its website visitors, and to a lookalike audience based on its current customers. Web.com determined the results of this August 1–September 17, 2018 campaign using reporting data from Facebook Ads Manager. It discovered that incorporating automatic placements via placement bulk editing delivered:

  • 24% lower cost per click compared to the 48-day period prior to implementation

  • 39% higher click-through rate compared to the 48-day period prior to implementation